Post on 24-Jan-2018
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Peeking Into The
FUTURE
KALEIDOSCOPEFOODSOct 11, 2017
Upscience Event
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#Not_Fun_Food Borne Illnesses Facts
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Hunger for #Naturalness
▪ Vietnamese’s moms prefer to hand pickthe ingredients themselves to cook.Cooking is an art and weighs heavily in theirperception more than a household chore:
✓ Prefer to buy daily meat andseafood
✓ Prefer to cook minimum amounteach time to preserve real taste,natural & flavorful aroma, andfreshness
▪ “Naturalness in Food” = Cleanliness and freshness▪ Color, smell and feel all contribute to the
consumers’ perception of the term “naturalness”
Fresh, green and crisp
Firm and juicy
Succulent, juicy and no blood leaking
Fresh, prefer live fish and seafood
Source: Ipsos UU
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The Quest to Keep Looking For Food “Evidence”
The PAST
The FUTURE
CLEAR LABELED FOOD –
information about farming practice
CERTIFIED FOODS –
✓ GlobalGAP ✓ Organic – USDA, JAS, Naturland
Invisible EVIDENCE?
Blood leaking meat
Crispy and green vegetables
Going to wet markets daily to purchase food
CLEANLINESS of THE MARKET
USER-GENERATED CONTENT PLATFORM –
review and sharing information about
SAFE PLACES to buy food
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Hunger for #Food Trust
Rampant FOOD FRAUD cases raise EXTREME CONCERNS for consumers
FAILURE IN FOOD SAFETY AND QUALITY MANAGEMENT - a challenging and unsolved problem of the food supply chain
“EVIDENCE OF QUALITY” is QUESTIONED
Source: VnExpress, Kantar World panel | Household Panel | Urban Vietnam 4 Key Cities
URBAN 4 cities RURAL
79% agree 73% agree
Among the TOP 3 THINGS CONCERN
Food Safety
Our FUTURE BITE?What Are TASTES Of
© 2016 Ipsos.
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▪ GROWING health-consciousness
✓ More than 90% people care
about health in their mindset
▪ ADOPT healthier eating habits✓ Eat less in each meal✓ Eat more fruits that bring energy
and reduce consuming carbs
▪ Eat for beauty✓ Consume bird’s nest✓ Choose alternative ingredients
▪ WARY of dining-out & MORE eat-in✓ Home-cooked meals - more
control of the food preparationprocess and bring the sense oflove and care to family members– RECIPE for FAMILY HAPPINESS
Hunger for Fantastic 3 #Health #Beauty #Happiness
Source: Ipsos UU
What I Eat DEFINESWho I Am
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From Convenience To Super Convenience
Time-Pressure Mothers: A desire to SAVE TIME on cooking!
49% 49%
50%
54%
2012 2013 2014 2020
% of Working Woman in Vietnam’s Total Population
Willing to pay for products that could SIMPLIFYTHEIR LIFE & BRING SUPERCONVENIENCE
When we have no time, we will buyinstant product to use. It saves moretime for us.
– moms, HCMC
Ready-to-cook meals
Seasoning packs
Instant products
Source: Ipsos UU, Kantar World panel | Household Panel | Urban Vietnam 4 Key Cities
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Hunger for #Personalized Diets
My father-in-law also has diabetes; so I alsohave to care about his eating regime. Forexample, I have to avoid from foods withmuch sugar, increase to eat more vegetable.In general, we should learn more abouteating regime
– moms, Hanoi
My parents also have been high bloodpressure. We have to follow eatingregime as doctor’s advice
– moms, HCMC
BODY IN TUNE
Making
PERSONALIZED food choices to
suit their health!
My husband has fat in blood disease, sohave to limit eating eggs and poultryviscera. Grandmother has been diabetes;so she eat less rice and need morevegetable; and rice vermicelli or cassavavermicelli also”
– moms, Hanoi
Source: Ipsos UU
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Bayer 16:9 Template 2010 • February 2016Page 10
From Absorbers to Empowered Consumers
By 2030, rice yields will have to rise by 30 percent – from the same area of arable land – to guarantee food security
- Bayer Group’s Annual Report -
+30%
© 2016 Ipsos.
Source: Ipsos UU
Food Security - A Pressing Concern
INGREDIENTS?What Are The
© 2016 Ipsos.
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TREND 1 Urbanites have started growing their own vegetables at home to ENSURE SAFETY AND QUALITY CONTROL
What’s Hot #Homegrown trend
TREND 2 Urbanites rent farming spaces in Thanh Da, Hoc Mon, District 2 or hire labourers to grow their desired vegetables to AVOID PESTICIDE-CONTAMINATED fruits and vegetables
TREND 3 Consumers are seeking to purchase homegrown vegetables and fruits. Homegrown suppliers advertise their products via social media platforms
Source: Ipsos UU
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“Organic” label provides consumers the sense of PROTECTION as it refers to applying chemical-free production methods and proven certification
Established supermarket chain – Saigon Co.op – has invested their own farm to produce organic products meeting ORGANIC certification from USDA (the U.S.), JAS (Japan), Naturland (EU)
Invested in the FVF organic farm in Nghe An to produce organic passionflower, pennywort, Momordica cochinchinensis rice products for exporting to the U.S. market
The Organic craze
Notables Organic Retail Stores
Ho Chi Minh
Hanoi
Local-branded Organic Foods
Source: Saigon Co-op, Baomoi.com
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What’s Hot #Superfoods mania
Nutrient-rich – vitamins, minerals, antioxidants, omega-3s
Health & well-being beneficial✓ Protect immune system✓ Lower risk of heart disease and diabetes ✓ Anti-aging✓ Energy and vision boost
Superfoods consumption is a TREND and GOAL to achieve
FANTASTIC 3 #HEALTH #BEAUTY #HAPPINESS
✓ Green tea✓ Chia seeds✓ Gac juice
✓Mangosteen✓ Dragonfruit
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Looking Forward to Traceability & Transparency
FEED FARM FOOD PROCESSORS RETAIL & FOOD OUTLETS
Day-to-day battles about the food contamination and poisoning scandals has raised an unmet need of
Setting an effective TRACEBILITY system with TRANSPARENT and QUALITY CONTROL value chain Collaborating among stakeholders of the entire value chain to instill complete TRUST and provideCLEAN & FRESH foods to consumers
TRACEABILITY
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Rising Regulatory Standards Scrutiny
FEED FARM FOOD PROCESSORS RETAIL & FOOD OUTLETS
• Hazard analysis and critical control points (HACCP)
• ISO 9001:2000
• ISO 22000
• Good Manufacturing Practice (GMP)
• Global Good Agriculture Practice (GlobalGAP)
• TCVN 9964:2014 (p. Monodon), TCVN 10325:2014 ( P. Vannamei)
• VietGap
• GlobalGAP
• HACCP
• GMP
• Aquaculture Stewardship Council (ASC) for EU and Japan markets
• TCVN 8398:2012 (P. Monodon), TCVN10257:2014 (P.Vannamei)
• HACCP
• GMP
• ISO
• Sanitation Standard Operating Procedures (SSOP) aims to meet general requirements of GMP
• Safe quality food (SQF) requires compliance by food processors and distributors
• Marine Stewardship Council Chain of Custody (MSC CoC) for EU and Japan markets
Source: KOL, Feed Miller & Premixer, Farm Interviews, Ipsos Analysis
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FEED FARM FOOD PROCESSORS RETAIL & FOOD OUTLETS
Feed Manufacturing Breeding & Animal Farming
Production of Processed & Ready-to-eat Food
Distribution Channels
Feed Fresh & Uncooked Meat Cooked & Ready-to-eat Meat
Food Retail Outlets, Restaurants & Food Courts
Trending in VN 3F Model - Integrated Value Chain
INTEGRATION
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EngagementLevel
Early Adoption
Pilot Programs
No Developments
No Development Imaging Application Cloud DDS
Service Offering
Pioneers’ Commercial Drones Adoption
COOKING CHEFS?Who Are The
© 2016 Ipsos.
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GOAL: 100 convenience stores in Bac Ninh
5 marts & supermarkets in Bac Ninh2
01
62
01
7
GOAL: 1,5 million tonnes of animal feed
Completed a feed mill in Ha NamConstructing new feed mill in Ha Tinh
6 animal and aquaculture feed mills
3F Model Wholly-Owned Business
20
16
20
16
GOAL: 45,000 sows150,000 – 200,000 hogs
30 million layer breeders
1 chicken processing line
20
17
20
19
20
18
20
15
Feed Farm Food Processors Retail & Food Outlets
Note: Wholly-owned
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Feed Farm Food Processors Retail & Food Outlets
120,000 parent hens10,5 million DOCs
3 million broilers1 million breeders
Organic shrimps
TRACEPIG – De Heus’ modified G.A.P standards to ensure a “clean meat” supply chain
Partner and provide technical support to build modern slaughtering house
TRANGLINH
7 feed mills
Introducing
PartnershipNote: Wholly-owned
1,600 sows15,000 hogs
3F Model Partnership
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6 feed mills
20
15
20
15
7 feed mills
3 slaughtering lines
2 slaughtering lines
Meat processing line – sausage, jambon, bacon
Processed food – egg roll, canned food, etc.
20
18
To COMPLETE 3F MODELbuild high-tech swine farm in Nghe An, producing 250,000 hogs per year in 2018
3F Model Acquisition
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Notable Players, Working Towards A Sustainable And Safe Future
FUTURE OF FOOD
Val
ue
ch
ain
inte
grat
ion
Food Trust
HealthBeautyHappiness
SuperConvenience
Personalization
Homegrown
Organic
Superfood
Traceability
Rising Standards
Corporate Social Responsibility
?
Sustainable Practice
EmpoweredConsumers
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RTD Tea – A Lemon Flavor brand
Liquid Milk – A Kid Nutrition brand
RTD Tea – A Green Tea Flavor brand
An EnergyDrink brand
May’09 Sep’09 Dec’14 May’16
6 Months After Scandal1 Months After Scandal
June’16 vs. May’16
32%Volume sales
Source: Kantar World panel | Household Panel | Urban Vietnam 4 Key Cities
8%Volume sales
61%Volume sales
16%Volume sales
Food Scandal Impacts on Brand